Stella Artois shifts marketing from 60s chic to brewing heritage

Stella Artois: new ads by Mother focus on heritage
Stella Artois: new ads by Mother focus on heritage

Stella Artois is shifting away from its 60s Continental-inspired advertising with the launch of a product-led marketing campaign intended to highlight its six centuries of Belgian brewing heritage.

For the past three years, the AB InBev-owned lager brand has run advertising that harks back to a ‘swinging 60s’ life of ‘city chic’ and the French Riviera across its Stella Artois 5% and 4% brands respectively.

It also used the retro theme for the launch of its cider brand, Cidre, last year.

However, in a strategic shift, the latest ads, which are being rolled out across outdoor, digital and print, focus heavily on the product and the brand’s ‘chalice’ glass. AB InBev claims the glass has been instrumental in turning around public perception of the brand in recent years.

Ads, by Mother, use slogans such as, ‘We were brewing beer in Belgium before Belgium was Belgian’, and ‘Master Brewers required. 600 years experience needed’, both of which refer to the beer-maker’s origins in Leuven, Belgium, in 1366.

Since 2008, the brand has undertaken several eye-catching marketing initiatives all using the 60s aesthetic.

The launch of Stella Black, its limited-distribution, on-trade-only, premium variant, was promoted through an immersive theatre production set in Paris in the 60s. Its outdoor ads also featured illustrations by Robert McGinnis, famous for creating posters for classic Hollywood movies such as Breakfast At Tiffany’s.

A spokeswoman for AB InBev said the latest work fell under Stella Artois 5%’s ‘She is a thing of beauty’ positioning.’ However, she added: ‘The campaign will focus on the 600 years of Belgian brewing heritage in the creative straplines, emphasising the brand’s dedication to the simple, original techniques that deliver Stella Artois’ unique bitter taste.’

The brewer had used its award-winning ‘Reassuringly expensive’ campaign for more than 20 years, until in 2007 it switched to ads based on the idea ‘Pass on something good’, also promoting the brand’s heritage.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message